Planning for growth – Essential research for developing your member recruitment strategy


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Presented by Sue Froggat, Sue Froggatt Training & Consulting
At the Association Congress 2011

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  • Planning for growth – Essential research for developing your member recruitment strategy

    1. 2. Association Congress, July 2011 © Sue Froggatt, Sue Froggatt Training & Consulting E: sue W: www T : 0870 747 9185 Planning for Growth Essential research for developing your member recruitment strategy
    2. 3. Planning For Growth Agenda <ul><li>Essential recruitment research </li></ul><ul><li>What to include in your recruitment plan </li></ul><ul><ul><li>Structure and sections </li></ul></ul><ul><li>My all time favourite recruitment campaign </li></ul><ul><li>Maverick & challenging approaches to use when planning & researching </li></ul>
    3. 4. Planning for Growth The Planning Process 1.1 Organisation 1.2 Membership 1.3 Industry 1.4 Department Sections Structure Options Input from members
    4. 5. The Planning Process How Much Time Is Spent On Each Stage?
    5. 6. 1. Essential Recruitment Research <ul><li>What information do you need before you can write your recruitment plan? </li></ul><ul><ul><li>What do you know? </li></ul></ul><ul><ul><li>What could you know? </li></ul></ul><ul><ul><li>What should you know? (This presentation) </li></ul></ul><ul><ul><li>What are you missing? (Your personal action plan) </li></ul></ul>
    6. 7. Do Your Own Assessment In This Session
    7. 8. 1.1 Organisational Review Sets The Scene <ul><li>What are you trying to achieve and why? </li></ul><ul><ul><li>Your mission & vision - direction </li></ul></ul><ul><ul><li>Your organisational strategic goals & objectives </li></ul></ul><ul><ul><li>Aspirations of leaders - elected and salaried </li></ul></ul><ul><li>What have been your key achievements? Where are the powerful stories? </li></ul><ul><li>What are your key resources and assets? </li></ul><ul><li>What benefits are being introduced and withdrawn? </li></ul><ul><li>What new communication channels are opening up? </li></ul><ul><li>Why? Your plan needs to be in total alignment with this </li></ul>
    8. 9. <ul><li>1.2.1 What’s been happening over the past few years? </li></ul><ul><li>What is your current retention rate? </li></ul><ul><li>What recruitment tactics did you use last year? </li></ul><ul><ul><li>What worked well and why? </li></ul></ul><ul><ul><li>What failed and why? </li></ul></ul><ul><ul><li>What surprised you? </li></ul></ul><ul><li>Financials </li></ul><ul><ul><li>Guidelines for recruitment budget? Past years? </li></ul></ul><ul><ul><li>Average cost to recruit a new member? </li></ul></ul><ul><ul><li>What is the lifetime value of a member? </li></ul></ul><ul><ul><li>Past ROI? </li></ul></ul><ul><li>Review your ‘member turnover’ </li></ul><ul><ul><li>What’s the story? Why are members leaving? </li></ul></ul>1.2 Membership Review
    9. 10. Member Turnover Analysis Trend Sparkline 2007 2008 2009 2010 2011 Members At The Start Of The Year New Members Joining That Year Members Renewing Members Leaving Members At The End Of The Year Net Gain or Loss
    10. 11. Recruitment Attrition ***WARNING*** Don’t recruit if you have a very leaky bucket!
    11. 12. <ul><li>1.2.2 What Is The Size Of The Opportunity? </li></ul><ul><li>What is the overall size of the sector eligible for membership? </li></ul><ul><ul><li>Is it static, growing or declining? </li></ul></ul><ul><li>What is your penetration of the overall sector? </li></ul><ul><li>What are the different segments/groups? (What are your segmentation options?) </li></ul><ul><ul><li>What is your penetration of each segment? </li></ul></ul><ul><ul><li>What is causing the change and who is affected? </li></ul></ul><ul><ul><li>Which segments are emerging, growing and declining? </li></ul></ul><ul><ul><li>Which benefits will attract the growth sectors? Or, will new benefits be needed? </li></ul></ul><ul><ul><li>Are any groups underrepresented and essential to achieving your mission? </li></ul></ul>
    12. 13. <ul><li>Member Segmentation </li></ul><ul><li>Options </li></ul><ul><ul><li>Geographic & Demographic - Easy, popular but can mislead </li></ul></ul><ul><ul><li>User behaviour – past or future intentions </li></ul></ul><ul><ul><ul><li>Life-cycle </li></ul></ul></ul><ul><ul><ul><li>Situations </li></ul></ul></ul><ul><li>Member Segments ≠ Member Categories </li></ul>
    13. 14. <ul><li>1.2.3 Where Is Your Current Appeal? </li></ul><ul><li>Who has been joining and what is their profile? </li></ul><ul><li>For each distinct group/segment: </li></ul><ul><ul><li>Ask new members why did they join? </li></ul></ul><ul><ul><ul><li>What are the main catalysts and triggers? </li></ul></ul></ul><ul><ul><ul><li>Who influences them at each stage of the joining process? Who pays? </li></ul></ul></ul><ul><ul><ul><li>What can they do now, as members, that they could not do before? </li></ul></ul></ul><ul><ul><ul><li>What are their communication preferences? </li></ul></ul></ul><ul><ul><li>What’s the joining process? Map it out & confirm with new members </li></ul></ul><ul><ul><ul><li>What does it look like from their perspective? </li></ul></ul></ul><ul><ul><ul><li>How long does it take? Any key dates or periods? </li></ul></ul></ul><ul><ul><ul><li>Are there any barriers? </li></ul></ul></ul>
    14. 15. New Member Review Segment Profile Joining Triggers Possible Recruitment Messages & Themes Influencers 1 2 3 4 5 6
    15. 16. Put Yourself In Their Shoes
    16. 17. Awareness Attention Interest Action Members Desire No Interest Apply Help Advance
    17. 18. Who failed to join? What happened? ‘Fail-To-Join’ Research Make sure your efforts are going to be productive! Wrong target? Wrong message? Poor impression? Weak benefit package? Not convinced of value for money?
    18. 19. <ul><li>Ask existing members </li></ul><ul><ul><li>What makes membership a “must have”? </li></ul></ul><ul><ul><li>What makes membership indispensable? </li></ul></ul><ul><ul><li>Caution: The reasons for joining and staying are likely to be different. (Ref ‘Decision To Join’ research) </li></ul></ul><ul><ul><li>Would you recommend membership? </li></ul></ul><ul><ul><ul><li>Possible Ambassadors or referrers? </li></ul></ul></ul>
    19. 20. Net Promoter Score How likely are you to recommend membership to a colleague or friend? Who currently recommends membership?
    20. 21. <ul><li>1.2.4 What are the real benefits of joining? </li></ul><ul><li>Have a really clear understanding </li></ul><ul><li>Consider not just the rational benefits but the underlying emotions </li></ul><ul><li>Don’t sell me…, sell me… </li></ul>
    21. 22. Harley Davidson Executive <ul><li>“ We don’t sell motorbikes. We sell a 43 year old accountant, the ability to dress in black leather, ride through small towns and have people be afraid of him.” </li></ul>
    22. 23. <ul><li>1.2.5 How Do People See You? </li></ul><ul><li>What is the level of awareness of your organisation? </li></ul><ul><li>What impression do people have of you? What is your reputation? What does your brand say about you? </li></ul><ul><li>What first impressions are you giving? </li></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Elected members </li></ul></ul><ul><ul><li>Branch volunteers </li></ul></ul><ul><ul><li>Your reception area & receptionist </li></ul></ul><ul><li>Conduct a ‘mystery shop’ </li></ul>
    23. 24. <ul><li>Your Website </li></ul><ul><li>First Port Of Call For A Prospect Member </li></ul><ul><li>How friendly is it? </li></ul>
    24. 25. 1.3 Industry Review Environmental Scan <ul><li>1.3.1 What Is About To Happen In Your Community/Sector? </li></ul><ul><li>What do the thought leaders, futureologists and experts predict will be the new trends and ‘pain and worry points’ for members e.g. </li></ul><ul><ul><li>Changes to legislation, technology, etc.? </li></ul></ul><ul><li>How will this affect the demand for membership? </li></ul><ul><li>Who will be most affected? Can you help? </li></ul><ul><li>Where are the PR opportunities to raise your profile? </li></ul>
    25. 26. <ul><ul><li>1.3.2 What Is Happening In The Membership Sector? </li></ul></ul><ul><ul><li>What are similar associations doing in other countries? </li></ul></ul><ul><ul><li>Review of successful recruitment campaigns. What made them work so well? </li></ul></ul><ul><li>1.3.3 Who Are Your Competitors? </li></ul><ul><li>How do they compare and contrast? </li></ul><ul><li>What is the ‘perception’ of how you are different? Positioning research </li></ul><ul><li>What new things have they been doing? </li></ul><ul><li>What do they charge? </li></ul><ul><li>1.3.4 Who Could Be Your Recruitment Partners? </li></ul><ul><li>Who do prospective members turn to for advice? </li></ul><ul><li>Who influences them? Draw a influence map </li></ul>
    26. 27. 1.4 Departmental Review <ul><li>Audit your recruitment systems & processes </li></ul><ul><ul><li>Any re-keying of information? </li></ul></ul><ul><ul><li>Any leads in other departments e.g. events, publications? </li></ul></ul><ul><ul><li>Review your lead management, especially lead qualification and lead nurturing </li></ul></ul><ul><li>Review your core competences, knowledge & skills </li></ul><ul><ul><li>Any critical gaps? </li></ul></ul><ul><li>Review of supporting collateral, including images </li></ul><ul><li>Review of communication channels </li></ul><ul><li>Results of tests done on new promotional tactics </li></ul><ul><ul><li>The best plans are based on evidence! </li></ul></ul>
    27. 28. How Does The Planning Process Need The Research Data? Raw  Interpreted  With Recommendations Useful Analysis Tools SWOT  CATWOE  6 Hats  5 Whys  MoSCoW
    28. 29. Now You Have The Research You Need To Start The Formal Planning Session Targets Messages Tactics etc…
    29. 30. 2. What To Include In Your Recruitment Plan Structure & Sections <ul><li>Beforehand find out: </li></ul><ul><li>What is the purpose of the plan? Who is going to read and refer to it besides the recruitment team? </li></ul><ul><ul><li>Senior staff </li></ul></ul><ul><ul><li>Elected leaders </li></ul></ul><ul><ul><li>Branch volunteers, etc.. </li></ul></ul><ul><li>What will they need to know? </li></ul>
    30. 31. Recruitment Plan Structure
    31. 32. 2.1 One Page Summary <ul><li>Overview </li></ul><ul><ul><li>Who you will target and how you will reach them </li></ul></ul><ul><ul><li>What the plan requires to be successful </li></ul></ul><ul><ul><li>Overall spend and return on investment </li></ul></ul><ul><li>Summary of strategic recruitment goals & objectives </li></ul><ul><ul><li>SMART </li></ul></ul><ul><ul><li>Quantify - why achievable? </li></ul></ul><ul><ul><li>Timeline - key milestone dates </li></ul></ul><ul><ul><li>Responsibility for </li></ul></ul>
    32. 33. 2.2 For Each Recruitment Goal <ul><li>Series of tactical steps to achieve each </li></ul><ul><li>For each </li></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Input </li></ul></ul><ul><ul><li>Processes </li></ul></ul><ul><ul><li>Output/results </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Responsibility & who else is involved </li></ul></ul><ul><ul><li>Costs </li></ul></ul><ul><ul><li>Resource implications </li></ul></ul>
    33. 34. 2.3 Managing The Execution & Delivery Of The Plan <ul><li>KPI’s – to keep things on track! </li></ul><ul><ul><li>Personalise </li></ul></ul><ul><ul><li>Dashboards & alerts to exceptions </li></ul></ul><ul><li>Critical points </li></ul><ul><li>Review stages </li></ul><ul><li>Promoting the plan – internally and volunteers </li></ul><ul><ul><li>One page diagrammatical summary </li></ul></ul><ul><ul><li>Business card sized summary </li></ul></ul><ul><ul><li>Screensaver </li></ul></ul>
    34. 35. 2.4 Appendices <ul><li>Background to the plan </li></ul><ul><li>Figures </li></ul><ul><ul><li>Projected new members by month </li></ul></ul><ul><ul><li>Estimated costs and revenues </li></ul></ul><ul><li>Critical/key assumptions </li></ul><ul><li>Critical/key resources – back-up plan </li></ul><ul><li>Key risks </li></ul><ul><li>Constraints </li></ul><ul><li>Obligations </li></ul>
    35. 36. Free download at
    36. 37. 2.5 Other Possible Inclusions <ul><li>What this means for others – quick digest of how affected </li></ul><ul><ul><li>CEO, elected leaders, receptionist, third party suppliers, partners </li></ul></ul><ul><ul><li>Departments – PR, conference and events, training, publications & branch support </li></ul></ul><ul><ul><li>Processes, systems & operations - membership/CRM system, web/IT development, etc </li></ul></ul><ul><li>The planning process – what you did to arrive at the plan </li></ul><ul><li>What you have learned </li></ul><ul><ul><li>Last year </li></ul></ul><ul><ul><li>Previous year </li></ul></ul><ul><ul><li>Anticipate new this year </li></ul></ul><ul><li>Background research </li></ul><ul><li>References & further reading </li></ul>
    37. 38. Share Spot <ul><li>What have you found the most effective way to recruit new members? </li></ul>
    38. 40. 3. My All Time Favourite Recruitment Campaign <ul><li>Why? </li></ul><ul><li>Used word-of -mouth via a trusted friend – always number 1! </li></ul><ul><li>Incorporated an everyday trigger to help their members start a very natural and authentic conversation </li></ul><ul><li>Set the members up for a successful conversation about membership </li></ul><ul><li>On joining the new member personalised their membership (instant engagement!) </li></ul><ul><ul><li>They talk excitedly about ‘their’ membership - warm and enthusiastic </li></ul></ul><ul><ul><li>Membership made them feel good and proud - emotional appeal </li></ul></ul><ul><li>Carried their membership with them all the time </li></ul><ul><ul><li>Easy to show others </li></ul></ul>
    39. 42. G Guide Dogs for the Blind (NSW/ACT) 2 year membership - ‘Pups with Promise’ Register via Web then get updates via mobile phone Makes it easy to recommend to friends
    40. 44. 4. Maverick & Challenging Approaches To Use When Planning & Researching
    41. 45. 4.1 Maverick Approaches <ul><li>4.1.1 Appoint A Devil’s Advocate </li></ul><ul><li>We are sometimes blind to what is happening – ref Willful Blindness by Margaret Hefferman </li></ul><ul><li>How do we ‘see better’? (Chapter 12) </li></ul><ul><ul><ul><ul><li>Appoint a critical thinker and has the courage, to speak up and challenge, be a dissenting voice, ask hard questions, unveil awkward truths, holes, gaps and concerns – to take this role </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Also called a ‘Professional Third Party’ or ‘Court Jester’ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Who uses this approach? British Airways, Vatican </li></ul></ul></ul></ul>
    42. 46. Facts & Figures Positive & Optimism Devil’s Advocate Cool & in Control Emotions & Feelings Creative & Alternatives <ul><li>4.4.2 Use Hats </li></ul><ul><li>Ref Edward de Bono’s ‘Six Thinking Hats’ </li></ul><ul><li>Help people abandon their silos & adopt different perspectives </li></ul><ul><li>Recently used to help staff develop empathy with members & with generational work </li></ul>
    43. 47. 4.2 Challenging Research Techniques Familiarity and comfort mean we keep relying on ineffective research tools!
    44. 48. Deep Dive Techniques <ul><li>95% of thinking takes place in the unconscious </li></ul><ul><ul><li>This is a ‘stew’ of memories, emotions , thoughts affected by many things </li></ul></ul><ul><li>Conventional methods just don’t dig deep enough to get to the truth </li></ul><ul><li>You need to start using research techniques that get below the surface </li></ul>
    45. 49. Use Metaphors “If the association was an animal, what would it be?” “What makes you say that?”
    46. 50. Use Lateral Thinking I’m a member of the …. What might they be thinking? <ul><li>95% of thinking takes place in the unconscious </li></ul><ul><ul><li>This is a ‘stew’ of memories, emotions , thoughts affected by many things </li></ul></ul>
    47. 51. <ul><li>Use Collages </li></ul><ul><ul><li>Build a collage that describes… service heaven, service hell? </li></ul></ul><ul><ul><li>How would you describe this picture to an outsider? </li></ul></ul>
    48. 52. Use Cards Choose which images best illustrates where you want to be Why have you chosen those pictures?
    49. 53. New Research Tools
    50. 54. Monitor Social Media LinkedIn, Facebook, Twitter… <ul><li>Listen to what is being said in social media forums </li></ul><ul><ul><li>By your sector/community </li></ul></ul><ul><ul><li>By other customer service professionals </li></ul></ul><ul><li>Listen for emerging issues, complaints and opportunities </li></ul><ul><li>P&G spend 60% of their research budget on listening </li></ul>
    51. 55. <ul><ul><li>Staff at the Veterinary Information Network, from the CEO down, are immersed in a virtual member universe. They observe, participate & facilitate. As a result they develop foresight into their members’ daily work challenges, enabling them to develop innovative solutions to problems that would not have otherwise surfaced. </li></ul></ul>
    52. 56. Analyze Clickstreams <ul><li>Find out what people look for and are thinking about </li></ul><ul><li>Look at </li></ul><ul><ul><li>Search strings & search patterns </li></ul></ul><ul><ul><li>Timing – When do people look? </li></ul></ul>
    53. 57. Conclusion